Google is #1 in China (link)

Despite trailing Chinese traffic leader Baidu, Google is rated the best search engine in China, according to new research from Keynote Systems.

The study focused on the user experience of the four leading search engines in China: Alibaba/Yahoo!, Baidu, Google China and Sohu/Sogou. The study observed the searching habits of more than 1,200 adult users, with 70% residing in major mainland China cities and 30% located in diverse locations within the country.

In a moderately surprising finding, Google was ranked #1 over market share leader Baidu.

Keynote Customer Experience Rankings

1. Google
2. Baidu
3. Alibaba/Yahoo
4. Sohu/Sogou

Users were asked to complete a set of searches in their normal environment (home, office, internet cafe, etc.). In addition to monitoring the searches users completed for their own needs, each participant was asked to search for specific products, news, images and MP3s.

Keynote used its proprietary technology to track users' ability to complete these searches, capturing responses on more than 250 different metrics measured across each site. Data about the searches was captured, as well as thoughts, feelings and direct answers as users searched. The combination of behavioral, qualitative and quantitative data collected from the panelists gave Keynote the information to rank the engines according to how well they accomplish business goals.

These goals included activities such as acquiring new customers, retaining customers, building brand affinity, motivating customers to adopt online services, providing a positive customer experience, advertising metrics and several others.

Google outperformed its competitors in 11 of 13 factors measured. The finding "was quite a surprise given Baidu has such a strong market share," said Dr. Bonny Brown, Keynote Systems director of research.

The most important "impact drivers" for Chinese searchers were home page design and appeal, general search quality and image search quality.

Continued at searchenginewatch.com